Product linking: Link Search Ads 360 to a Google Analytics 4 property

When you link your Search Ads 360 sub-manager account to one or more Google Analytics 4 properties, you get the following benefits:

• Search Ads 360 imports audiences from Analytics
  If you have enabled continuous audience sharing in your Search Ads 360 sub-manager account, these audiences are shared with all existing and future Google Ads client accounts.
• Search Ads 360 imports conversions from Analytics
• Search Ads 360 exports campaign and cost data to Analytics
• Analytics app- and site-engagement metrics are available in Search Ads 360 reports

Audience import

To import audiences from Analytics:

• Activate Google signals in the Analytics property
• Enable Personalized Advertising in the link settings

Analytics does not export audiences that contain demographics or interests data.

When you import audiences via the continuous audience sharing feature, they appear in the linked Search Ads 360 sub-manager account and in the related Google Ads client accounts. You can use the audiences as-is for targeting, or combine them with other audiences. You can also perform analysis on them.

Conversion import

Search Ads 360 imports Analytics conversions that use the cross-channel last click attribution model. You can use the conversions for reporting and bidding.

To import Analytics conversions, you need to:

• (In Search Ads 360): select the conversion actions you want to import (See Steps 6-8 in the procedure for creating the link from the Search Ads 360 interface).
• (When linking from Analytics): turn on the Enable Campaign Attribution setting when you configure the link (see Step 8 in the procedure for creating the link from the Analytics interface).

Search Ads 360 data in Analytics reports

With Search Ads 360 data available in Analytics, you can see user, session, and conversion metrics in the context of dimensions like source, medium, campaign, and default channel group.

You can see cross-channel attribution data in the Model comparison and Conversion paths reports.

You can see acquisition data in the Acquisition reports. (Learn more about the traffic-source dimensions specific to Search Ads 360.)

Analytics data in Search Ads 360 reports

Once you create the link, you can add a number of Analytics metrics to your Search Ads 360 reports. See Add Analytics columns to reports for more information.

Create the link

You can initiate the link from either Search Ads 360 or from Analytics.

If you have the Admin or Admin without billing role for the Search Ads 360 sub-manager account and the Editor role for the Analytics property, you can complete the linking process.

You can link a sub-manager account to up to 200 Google Analytics properties.

Link from Search Ads 360

In the new Search Ads 360:

1. Navigate to Tools and settings > Setup > Linked accounts.
2. Under Google Analytics (GA4) & Firebase, click Details.
3. You can review existing links and requests, or click New link to create a new one.
4. Click Choose property, select the properties you want to link to, then click Apply.
5. Click Next to configure you settings and then Review and submit your link request.
6. Once the link is completed, navigate to Tools and settings > Measurement > Conversions and click + to create a new conversion action.
7. Click Import, then choose Google Analytics 4 properties, and then select App or Web.
8. Select the conversion actions you want to import, then click Import and continue.

 

In the existing Search Ads 360:

1. Navigate to an advertiser.
2. In the left menu navigate to Advertiser Settings > Integrations > GA 4 Integration.
3. Click the switch On, and choose a Google Analytics 4 property.
4. Click Save.

Link from Analytics

You can link a Google Analytics 4 property to up to 200 sub-manager accounts.

 

1. In Analytics, click Admin.
2. In the Property column, use the menu to select the property you want to link.
3. Under Product Links, click Search Ads 360.
4. In the link table, click Link.
5. If you have the Admin role for one or more Search Ads 360 sub-manager accounts, in the row for Link to Search Ads 360 accounts I manage, click Choose accounts.
6. Click Confirm.
7. Click Next.
8. Configure the following settings:
   • Enable Personalized Advertising: On by default. This setting allows Analytics data to be used to personalize ads.
   • Enable Campaign Attribution: On by default. Turn this setting on to import Search Ads 360 campaign data.
     Note: If you turn this setting off, then no conversions are attributed to Search Ads 360 and no conversions are exported from Analytics.
   • Enable Cost Data Reporting: On by default. Turn this setting on to import Search Ads 360 cost data.
   • Enable auto-tagging: On by default. You can't edit this setting.
     
     Auto-tagging adds the gclid parameter to your landing-page URLs when users click your ads to open your site pages. Analytics uses the gclid parameter to populate the dimensions source, medium, campaign name, campaign ID, and default channel group. Analytics also uses the gclid parameter to populate the following Search Ads 360-specific dimensions: SA360 engine account name, SA360 engine account ID, SA360 engine account type, SA360 ad group name, SA360 keyword text, and SA360 query.
9. Click Next, then review and submit your configuration settings.

Moving a linked Google Analytics property

After product integrations are complete, Analytics administrators may sometimes need to reorganize their account structure and move an Analytics property from one account to a another.

Any accounts linked to a property (for example, Google Ads), and any integrations that property has with other platforms (for example, Display & Video 360 or Campaign Manager 360), remain intact when an administrator moves a property. The reporting data of the property they are moving and data imported from linked products will only be available in the destination account.